Purpose: The purpose of this paper is to present answers of two key questions: (1) How is the FM industry perceived by the general public (FM image, external view)? (2) How do FM employees perceive their own industry (FM identity, internal view)?
Design/methodology/approach: In a quantitative national telephone survey with a total of more than 2,100 randomly selected participants from the general public, the image and awareness of FM were analysed. In a second step, FM identity was ascertained and analysed in a national longitudinal survey, repeated after three years, with a total of about 1,800 FM managers and skilled professionals.
Findings: An industry-based survey model for FM is developed. It explores FM image and identity on an industry-specific basis. The dimensions of FM image and FM identity are defined and analysed. The FM image and the FM identity in Switzerland are evaluated and will be presented. Initial results show that FM identity is somewhat higher positioned than FM image. However, FM identity declined slightly over the three years between the two surveys.
Originality/value: In the on-going discussion on ways how to increase value creation in FM, issues such as process optimisation, outsourcing and cost savings are often in the foreground. A frequently overlooked aspect which receives little attention is the commitment of employees. This seems all the more surprising since we know from recent research that high employee commitment significantly increases productivity, contributing to sales growth and value creation. Because FM can be described as a service management discipline, people and their ability to identify with their work are key factors in increasing value creation. In addition, the image of the entire industry plays a crucial role. This is the first published scientific study on the current status of FM identity at the sector level.